Following a rousing, almost emotional video showing the brand's journey from a small 19th Century raincoat company to the well-oiled global brand it is today, Bailey, who is credited with turning Burberry into such, spoke with Vogue's editor Alexandra Shulman, giving the fashion fanatics present an insight into how a brand like Burberry works.

Considered to be a leader in the digital world of fashion - having pioneered the 'Tweetwalk' and collecting 10 million Facebook fans - this ethos is also present behind the scenes, as Burberry has created an internal social network, not unlike Facebook, to connect each and every employee all over the world. "The bigger the company has grown, the more connected we've become" explained Bailey.

And bigger they certainly are: Bailey revealed that under his leadership, the company have inflated their 200 man team to an army of 9,000, with offices as far flung as Hong Kong and New York, and growing all the time.

A new flagship store on London's Regent Street, which is currently under construction, will be their biggest in the world and will continue the digital theme, potentially revolutionising the retail experience with in-store videos showing the process of manufacture behind certain garments, which are activated when a customer picks up a particular item.

"I want Burberry to feel welcoming and inspiring, not intimidating or uncomfortable, that's why we want so interactive", Bailey explained to an impressed crowd.

If one thing became clear throughout the conversation, it was Bailey's love for his 'baby' Burberry, describing it as "an incredibly beautiful diamond that had been trodden into the dust' in need of "a beating heart" and "a bit of love and care" which he has brought to the formerly ailing brand.

So, he wouldn't have taken the Dior job if he'd been offered it then?

"Wow… ummm… well… that's a toughy" Bailey improvised when questions were taken from the crowd. "I'm totally content in my role at Burberry and Raf is an incredibly talented designer - he's going to be a rockstar there". Glad we've got that one cleared up.

Chatting about his huge team, incoming flagship store, multiple collections, products and celebrity campaign stars - "I got to know Emma Watson socially and then we decided to work together, that's how it usually works" - it dawned upon me how massive the brand has become under his leadership: in the words of Alexandra Shulman "whoever thought the raincoat would have come so far?"